Summary: Smart Performance automates delivery; you control inputs: signals, creatives and guardrails. Follow this weekly rhythm and CAC becomes predictable.
Inputs that matter
- Server-side events with value and dedupe IDs; exclude recent purchasers.
- Creative set: 8–12 assets, 2–3 angles (pain, proof, price/time).
- Landing page match: hooks mirrored on page; fast load; proof above the fold.
Guardrails
- Budget split: ~60–70% winners; 30–40% exploration.
- Kill rules: ~2x tCPA/ROAS miss without qualified conversions.
- Frequency caps per funnel stage (tighter on remarketing).
Weekly cadence
- Add 3 new creatives; retire 2 fatigued ones.
- Promote winning hooks into LP hero and email subject lines.
- Annotate launches and LP changes; read CAC/ROAS by cohort.
Internal links
Conclusion
Strong inputs + consistent cadence = reliable growth. SPC stops being a black box and starts being a lever.